By-

Pankaj Kumar
Department of Management Studies
Pondicherry University
 Objectives

 The maintenance Process

 Measuring internet marketing effectiveness
 Measuring the flow effect
 Responsibilities in web site maintenance
 Web Document Review & Update
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 The Maintenance Process

 Write – This stage involves writing the marketing

copy, designing the layout of copy and associated
images
 Review – check for errors before document is
published
 Correct – updating results of stage 2
 Publish – putting the corrected copy on a web
page that can be checked further
 Test – final test is performed for technical issues
 Publish – published to the main web site
 Updating Material

 Within two days of a factual error being

identified
 A new ‘news’ item is added at least once a
month
 When product information has been static for
two months
 Responsibilities in Web Site
Maintenance

The questions to ask are:

 Who owns the process?

 Who owns the content?
 Who owns the format?
 Who owns the technology?
 Web site standards
Standard Details Applies to
Site structure Will specify the main areas of the site, e.g. Content developers
products, customer service, press releases,
responsibilities
Navigation Main menu on the left, home button must be Web site
accessible from everywhere designer.webmaster
usually achieve these
through site templates
Copy style General guidelines, product specifications, Individual content
digestibility on screen developers
Testing standards Check site functions for: Web site
•Different browser types and versions designer/webmaster
•Plug-ins, individual links
•Speed of download of graphics
•Spellcheck each page
Corporate branding & Specifies the appearance of company logos and Web site
graphic design the colors and typefaces used to convey the designer/webmaster
brand message
Process The sequence of events for publishing a new all
page or updating an existing page
Performance Availability and download speed figures
 Measuring Internet Marketing
Effectiveness
 Are corporate objectives identified in the Internet
marketing strategy being met?

 Are marketing objectives defined in the internet

marketing strategy and plan achieved?

 Are marketing communications objectives

identified in the internet marketing plan achieved?
How effective are the different promotional
techniques used to attract visitors to a site?
 Creating a Measurement Process
 Highlighting the need for metrics
 Identifying metrics (SMART)
 Specific
 Measurable
 Actionable
 Relevant
 Timely
 Introducing techniques to collect metrics and
summarize results
 Reviewing the metrics
 Acting on the results
 Which Measures to Use

 Level 1: Business effectiveness measures

 Level 2: Marketing effectiveness measures

 Level 3: Internet marketing effectiveness

 Level 1: Business Effectiveness
Measures
 Direct online contribution to revenue

 Indirect online contribution to revenue

 Profitability of web site

 Return on investment (ROI)

 Operational cost reductions

 Level 2: Marketing Effectiveness
Measures
 Customer acquisition or new leads generated by the web
site

 Sales generated directly and indirectly by the web site

 Impact on market penetration and demand

 Customer satisfaction and retention rates of clients who

use the internet, compared with those who do not

 Incremental or cross-sales achieved through the Internet

 Impact of Internet on customer satisfaction, loyalty and
brand
 Level 2 – Internet sales

 Internet sales as proportion of all sales made

by company compared with sales by all
companies operating in the market

 Internet sales as a proportion of all internet

sales for company
 Level 2 – Marketing costs
 Reduction in cost of promotional material

 Cost of acquiring a new customer

 Cost of developing/supporting an existing
customer relationship through time

 Also some less tangible elements such as

corporate image and brand enhancement

 Building long-term client relationships and

reducing ‘churn’ of customers
 Level 3: Internet Marketing
Effectiveness
 Capture – how effective are we in attracting
customers to site using online and offline promotion
methods

 Content – how well are customers supported with

information and ease of use through the content and
design of the site

 Customer orientation – does the content suit its target

audience

 Community and interactivity – how well are the

customers’ needs as an individual met by providing
community facilities and establishing an interactive
dialogue
 Level 3 - Further Elements
 Awareness efficiency – target web-users/all web-
users
 Locatability/attractability efficiency – number of
individual visits/number of seekers

 Contact efficiency – number of active

visitors/number of visits

 Conversion efficiency – number of

purchases/number of active visits

 Retention efficiency – number of

repurchases/number of purchases
 Online Measurement Methods

 Online web metric and server log files

 Hits and page impressions (views)

 Site visits (user sessions)

 Web site auditors

 Log File Information

 Page impressions for different parts of the site

 Page impressions broken down by different time
intervals
 Page impression by domain
 Page impression by browser type
 Referring sites
 Exit pages
 Document trails
 Average length of visit
 Tools for Measuring Web Site
Performance
 WebTrends – www.webtrends.com
 Analog: a freeware tool –
www.statslab.cam.ac.uk/~sret1/analog
 Wusage – www.boutell.com/wusage
 Andromedia – www.andromedia.com
 I/Pro site audit – www.ipro.com
 Microsoft site analyst – www.microsoft.com
 Superstats; a basic web analyzer –
www.superstats.com
 Hitbox – www.hitbox.com
 NetOutcome – www.redeye.com
 Measuring Individual Behavior

 Registration
 A suitable incentive – most customers will give
information if they will receive something in return
 A tacit agreement to enter into a medium to long term
agreement with customer that he or she will enter the
site again
 Trust on the part of the customer, which will be based
on his or her perception of a company’s brand and
credibility
 Cookies
 Click-tracking
Offline Methods of Metric Collection
Measure Measured through

Enquiries or leads Number of online e-mails

Phone calls mentioning web site
Faxed enquiries mentioning web site
Sales Online sales or sales in which customers state they found
out about the product on the web site
Conversion rate Can be calculated separately for customers who are
registered online and those who are not
Retention rates Is the ‘churn’ of customers using the web site lower?

Customer Focus groups, questionnaires and interviews

satisfaction Mystery shoppers
Brand enhancement Focus groups, surveys
Evaluation of Promotional Methods

 Unaware
 Aware
 Attitude
 Preference
 Intention
 Trial
 Repeat
 Communication Effects

 How well does the page catch the reader’s

attention?
 How well does the page lead the reader to go
further?
 How effective is the particular appeal?
 How well does the page suggest follow
through or call to action?
Customer Loyalty, Satisfaction and
Brand Impact

 Online questionnaires
 Online focus groups
Thank You